Maiane Cassanego - Co-founder
San Francisco, CA

    Top 4 Changes to PPC Industry of 2016

    December 28, 2016

    One more crazy year is almost behind us. The season 2016 will be recalled for some huge and unexpected changes, some wonderful new PPC features, and welcome changes to the two Google AdWords and Google Ads platforms.

    But some new PPC features trapped out more than slumber this year. This article will separate the unicorns from the donkeys!

    In this article are my picks for the top 4 new PPC features of 2016.

    1 ) No Considerably more Right-Side Ads

    In Feb ., Google killed off right-side text advertising on computer system results, bringing the Search page results more in line with Google's mobile experience. In addition, Google added a fourth ad spot above organic and natural search results for "highly commercial queries. 

    This massive change was obviously a shocker to pretty much every NUMEROUS marketer.

    When people woke up and learned they were now surviving in a world in which personal pc search engine results didn't have textual content advertisings where they were supposed to be, many people freaked out. They will predicted that PPC would not be the same again. (Spoiler alert: very little has evolved. )

    Because I pointed out at the moment, most paid clicks (about 85 percent) came from the best ads, based on WordStream data for 2,000 accounts:

    We learned that paid traffic and CPCs remained regular following your change, CTRs were up, and impressions were down. Surprisingly, we learned Job 3 was the biggest winner for advertisers, as CTRs doubled after the change:

    This change failed to wipe out promoters in lower positions. 1 advertiser lost desktop opinions and saw CPC increase, but also saw their CTR double and average position increase, says the CEO of CoFlex Marketing, a law firm SEO agency.

    2.) AdWords Expanded Text Advertisings

    After we lost right-side ads, Google announced some big changes to Ppc. Some of those huge changes was Expanded Text Ads.

    Yahoo called this the biggest change to text advertisings since AdWords launched 15 years ago. AdWords will phase out the old text ad format as of Jan. 31.

    Designed for today's "mobile-first" world, Expanded Text Ads are twice the size of the text advertising we have known and loved for so long. We now have two 30-character statements and one 80-character explanation line.

    Google told us that at the beginning of testing advertisers found CTRs increase by as much as 20 percent. Well, after transitioning to the new AdWords ETAs, a lot of WordStream's clients found their CTR double!

    3. Bing Expanded Text Advertisings

    So that you can keep pace with AdWords, Bing Ads also introduced Expanded Text Advertising. However, unlike Google, it seems like Bing will not be retiring standard text message ads.

    ETAs on Yahoo and Bing are quite much identical, with the same character limits and formatting (but fewer truncation issues, thankfully). You can either create ETAs within the Bing Ads program, or import your existing ETAs from Google Google adwords.

    But hold your unicorns! There's some good news for advertisers. WordStream data shows that Bing's Expanded Text message Ads outperform Google. Check out this great CTR data:

    If you don't have yet tested out Google Expanded Text Ads, ensure that you wear it your to-do list in 2017!

    4. Localized Search Ads, Responsive Screen Ads, and In-Store Conversion rate

    Additionally to Google extended text ads, Google presented more exciting new features at the Google Overall performance Summit in-may:

    New Area Search Ads: Google declared several new Maps advertisement formats and features designed to drive more foot traffic to business, including Promoted Pins, in-store special offers, customizable business pages, and native inventory search.

    Reactive Display Ads: With this new kind of ad, you provide an URL, subject, description, and image, and Google creates responsive screen advertisings for you. These kinds of advertising adapt to this article of the websites they're as well as programs in the GDN.

    Better In-Store Conversion Measurement: FINE, this feature isn't new. But it is a new comer to many types of businesses that gained access to this feature the first time this year. How it works: Google looks at telephone location history to determine out whether someone who visited your ad concluded up walking into the store.

    Read Maiane's other blog entries >

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